To date, little attention has been given to the impact of big data in the Global South, about 60% of whose residents are below the poverty line. Big data manifests in novel and unprecedented ways in these neglected contexts. For instance, India has created biometric national identities for her 1.2 billion people, linking them to welfare schemes, and social entrepreneurial initiatives like the Ushahidi project that leveraged crowdsourcing to provide real-time crisis maps for humanitarian relief. While these projects are indeed inspirational, this article argues that in the context of the Global South there is a bias in the framing of big data as an instrument of empowerment. Here, the poor, or the “bottom of the pyramid” populace are the new consumer base, agents of social change instead of passive beneficiaries. This neoliberal outlook of big data facilitating inclusive capitalism for the common good sidelines critical perspectives urgently needed if we are to channel big data as a positive social force in emerging economies. This article proposes to assess these new technological developments through the lens of databased democracies, databased identities, and databased geographies to make evident normative assumptions and perspectives in this under-examined context.